TikTok Launching Ad Product for Publishers
The new product will let publishers sell ads alongside their posts and take home half the revenue.
An ad product for publishers will be available soon on TikTok. Revenues will be shared equally between the platform and the publishers.
Pulse Premiere is an evolution of TikTok’s Pulse program that allows an elite group of creators to collect half the revenue from video ads published with their TikTok posts. The company said the new product would sell ads against all posts from participating publishers.
The move creates another revenue opportunity for the platform and helps build the site’s relationship with advertisers and publishers. “It’s about how can we diversify our portfolio,” said Ray Cao, global head of monetization product strategy at TikTok.
The new ad product comes as an app owned by Beijing-based ByteDance, the first owner of the social media.
TikTok has pushed back against allegations of the company’s ties to the Chinese government and has proposed a $1.5 billion plan to silo its U.S. operations from China. It is facing a possible ban in the U.S. after the Biden administration raised national security concerns around data privacy on the platform.
The new product aims to provide advertisers more transparency on where they put their media dollars, Mr. Cao said.
Advertisers have flocked to TikTok to reach its young users. According to research firm Sensor Tower, the app has been downloaded more than 4 billion times globally and was the most downloaded app in 2022. More than 150 million Americans are now on TikTok, the company has said.
Source: The Wall Street Journal
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The new product will let publishers sell ads alongside their posts and take home half the revenue.
An ad product for publishers will be available soon on TikTok. Revenues will be shared equally between the platform and the publishers.
Pulse Premiere is an evolution of TikTok’s Pulse program that allows an elite group of creators to collect half the revenue from video ads published with their TikTok posts. The company said the new product would sell ads against all posts from participating publishers.
The move creates another revenue opportunity for the platform and helps build the site’s relationship with advertisers and publishers. “It’s about how can we diversify our portfolio,” said Ray Cao, global head of monetization product strategy at TikTok.
The new ad product comes as an app owned by Beijing-based ByteDance, the first owner of the social media.
TikTok has pushed back against allegations of the company’s ties to the Chinese government and has proposed a $1.5 billion plan to silo its U.S. operations from China. It is facing a possible ban in the U.S. after the Biden administration raised national security concerns around data privacy on the platform.
The new product aims to provide advertisers more transparency on where they put their media dollars, Mr. Cao said.
Advertisers have flocked to TikTok to reach its young users. According to research firm Sensor Tower, the app has been downloaded more than 4 billion times globally and was the most downloaded app in 2022. More than 150 million Americans are now on TikTok, the company has said.
Source: The Wall Street Journal
